The iCircular feature will be found within newspaper mobile apps on the iPhone. The feature will be available on other formats, such as Google’s Android, later on. It’s HTM5-based, so that will also be available on newspapers’ web and mobile wap sites and ultimately ease iCircular’s transfer to other operating systems. The app will be situated within a special “deals” section on each of the newspapers’ apps and mobile sites.

“It’s essentially an app within an app,” said Mary Junck, chairman of AP’s board of directors’ revenue committee and CEO of Lee Enterprises. “We didn’t want to create an app separate from the newspapers. We wanted something that would be as integrated into the newspapers as a Sunday circular is in the print editions.”